Fashion Week prepares to use social media as its catwalk


Fashion labels are among  some of the best brands when it comes to utilising the power of social media. The richness and constant stream of visual content makes for a great partnership. Nowadays you would be hard-pressed to find a fashion label that is devoid of any social media presence.

Whilst fashion brands have mobilised fans to engage on platforms such as Pinterest, one can argue that social media has given the fashion industry a makeover. For example social media has allowed for Fashion Week to expand its audience through real-time broadcasting. The event had traditionally only been for the fashion elite and there would be a delay between live shows and what was broadcast to the wider audience. However this has drastically changed with fashion labels constantly trending on Twitter throughout the events, and brands like Burberry, Marc Jacobs, Calvin Klein, Vera Wang and Topshop streaming their runway shows though their websites with the ability to comment on looks via social media widgets or though social media platforms – with Topshop specifically teaming up with Google+ to host exclusive hangouts!

This year, major fashion brands have turned to Instagram, Twitter and more to share previews of fall collections with fashionable followers. Oscar de la Renta shared eight of its campaign shots on Instagram with a link to its pre-order page before its latest collection was fully revealed.  Likewise Dior teased out its latest perfume campaign featuring Robert Pattinson through Twitter.  

However it seems that Pinterest is the platform that is actively doing more to harness the social reach that fashion labels exert on social media. Last week it was announced that Pinterest have created a dedicated hub for New York’s upcoming Fashion Week.

The image sharing social platform has teamed up with various high profile brands and influencers such as Michael Kors, the Style Network, Elle and Oscar de la Renta to provide a landing page that will be updated frequently with news on the latest shows, fashion trends as well as an exclusive look into the stories behind some of the designs.

Every respective Fashion Week presents a clear opportunity for retailers to drive social conversations as well as to reach a wider audience, with Pinterest making steps to provide an exclusive element for these big events, it begs the question: what other platforms will follow?

© CHRISTOPHERMACSURAK “Cushnie et Ochs Fall Winter ” via Flickr through Attribution 2.0 Generic

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